Back to basics: Why are we doing this, really?

Behind, they have left the familiar territory of ‘quality’, that delivered almost guaranteed (yet limited) improvements. Ahead, ‘innovation’ offers an exciting journey, where you can’t see the end from the beginning. But this demands a leap of faith. Then today more than ever, innovation only makes sense if it has a purpose – a problem to be solved. First and foremost, ask yourself, what exactly is the job you want innovation to do?

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